Marketing ops · Production

One Marketer, 40 Accounts, 75% Pipeline Conversion: Scaling 1:1 ABM with Moveworks

The problem

Trevor Deane was a solo ABM marketer tasked with delivering personalized 1:1 campaigns to 40 high-value accounts but lacked the scale to do it. The legacy ABM platform was slow, rigid, and produced microsites that didn't match brand standards, while sales had no real-time prospect engagement data—only a clunky dashboard with a 24-hour delay.

First attempt

A legacy ABM platform produced slow, rigid campaigns and microsites that didn't match Moveworks' brand, and sales dashboards had a 24-hour data delay that made real-time prospect insight impossible.

Workflow diagram · grounded in source
1
Account research with sales
trigger
“Each page started with deep account research. Trevor met with reps to download on the account, highlighting top priorities and recent conversations.”
2
AI rewrites campaign copy
ai_action
“Trevor then took these learnings and uploaded the data into Mutiny, prompting Mutiny's AI to rewrite copy in the H2 and Solutions sections What used to take weeks could now be done in days.”
3
Personalized landing page delivery
output
“Each page included tailored logos, industry context, and account-specific messaging, giving sellers a resource that felt built just for their prospects.”
4
Cross-channel campaign activation
integration
“SDRs used the assets in outbound sequences, AEs shared them during meetings, and marketing extended the same messaging into 1:1 ads — creating consistency across every touchpoint.”
5
Real-time prospect tracking
integration
“reps could see who was on their site in real time — no dashboards, no lag, no friction”
Reported outcome

Moveworks ran 40 personalized 1:1 campaigns—4x what ABM peers typically manage individually—achieving 75% pipeline conversion from targeted accounts within a month.
AEs reported 50% conversion rates on Mutiny-sourced leads, and the Chrome extension became a standard part of the daily sales workflow.

Reported metrics
Pipeline conversion from targeted accounts75%
1:1 campaigns launched40
campaigns vs ABM peers4x what ABM peers at similar companies typically manage individually
AE conversion rate on Mutiny-sourced leads50%
Show all 6 reported metrics
pipeline conversion from targeted accounts75%
1:1 campaigns launched40
campaigns vs ABM peers4x what ABM peers at similar companies typically manage individually
AE conversion rate on Mutiny-sourced leads50%
Chrome extension weekly usage frequencymore than 100 times per week
campaign build timeweeks could now be done in days
Reported stack
MutinyMutiny's Campaigns productMutiny's Chrome extensionSlack
Source
https://www.mutinyhq.com/case-studies/moveworks
Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

Moveworks ran 40 personalized 1:1 campaigns—4x what ABM peers typically manage individually—achieving 75% pipeline conversion from targeted accounts within a month.

What tools did this team use?

Mutiny, Mutiny's Campaigns product, Mutiny's Chrome extension, Slack.

What results were reported?

Pipeline conversion from targeted accounts: 75%; 1:1 campaigns launched: 40; campaigns vs ABM peers: 4x what ABM peers at similar companies typically manage individually; AE conversion rate on Mutiny-sourced leads: 50% (source-reported, not independently verified).

What failed first in this deployment?

A legacy ABM platform produced slow, rigid campaigns and microsites that didn't match Moveworks' brand, and sales dashboards had a 24-hour data delay that made real-time prospect insight impossible.

How is this marketing ops AI workflow structured?

Account research with sales → AI rewrites campaign copy → Personalized landing page delivery → Cross-channel campaign activation → Real-time prospect tracking.

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